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Opinion

The term ‘strategic’ is overused and often misused, says Tim Williams. Marketing professionals should think more carefully about using the word, as calling people ‘strategic’ can make everyone else with a non-strategy role feel unnecessarily undervalued.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

Sadler’s Wells, the UK dance theatre in London, merged its brand with its content in advertising to increase sales and membership in the UK.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.

Article

Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.

Article

Brand values are useful when they help define and differentiate brands, or when they help people internally know how to behave and externally know what to expect from a brand.

Case Study

Premium baby formula Nutrilon Royal increased its sales in Jakarta launching a targeted price reduction campaign.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Opinion

Gareth Kay argues that the industry should be more careful about how it uses the word ‘brand’, as it is in danger of becoming an empty phrase that will not help marketers connect businesses with their potential customers.

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

Case Study

Bernzomatic, a blowtorch manufacturer, increased sales in the US by realigning its core brand values as a lifestyle brand, rather than as a tool for trade professionals.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

Case Study

This case study describes how the Donkey Sanctuary, a British charity, used a new design language to align its various brands to help grow the charity in a declining market.

Case Study

This case study details how Whitworths, a dried fruit, nuts and baking company, repositioned its Shots snack brand to increase sales and make it distinct among Whitworths products in the UK.

News

LONDON: A masterbranding strategy may be seen as especially appropriate in the current economic and media environment, but an industry figure advises caution and suggests marketers consider the three As of ambition, audience and adaptability.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Case Study

This case study describes a brand re-launch by Masglo, a Colombian nail polish brand, which built an emotional connection with women.

Article

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Case Study

This case study describes how Certsure, a market-leading umbrella company for electrical certification in the UK, created a refreshed brand to deal positively with a merger and maintain member numbers.

Case Study

This case study describes how a brand response creative campaign delivered real commercial effect at the most commercially and emotionally competitive time of year – Christmas – for Three Ireland, a telecoms brand.

Case Study

This case study demonstrates how investment and a brand campaign helped Lidl, a German discount supermarket chain in Ireland, achieve impressive growth and increase turnover in a challenging market.

Article

This article argues that an organisation can never fully prepare for fast-changing market factors, and that only a culture set firmly in place can allow for agile reactions to real time forces.